1) Research: music videosaa
You need to write a 150-word close-textual analysis of SIX music videos that will inform your production work. The music videos you analyse are up to you but focus on a different aspect of media language for each one (see guidance below).
Music videos
Music Video 1: Narrative
How is narrative used in the music video and what impact does this have on the audience? Can you apply any narrative theories to the story in the music video?
Music Video 1: Narrative
How is narrative used in the music video and what impact does this have on the audience? Can you apply any narrative theories to the story in the music video?
The music video starts off in a post apocalypse setting which is a spin off of the game mad max it also has references from the movie the warriors "Can you dig it" The narrative is 2pac and Dr.Dre freeing theses prisoners from this camp. The song's music video is renowned for parodying the Mad Max Beyond Thunderdome film from 1985. Shakur's old friend Jada Pinkett Smith came up with the concept for the photo session. Her original plan was to direct the film, but she eventually withdrew. Hype Williams dominated the movie. One of the most well-known rap music videos, it was shot at El Mirage, California, between November 10–13, 1995 (though the story is set in 2095).The song's music video is renowned for parodying the Mad Max Beyond Thunderdome film from 1985. Shakur's old friend Jada Pinkett Smith came up with the concept for the photo session. Her original plan was to direct the film, but she eventually withdrew.
Music Video 2: Camerawork (shots, angles, movement)
Look for particular camera shots and movement - remember that movement is a critical convention of most music videos and camerawork can contribute to this.
Look for particular camera shots and movement - remember that movement is a critical convention of most music videos and camerawork can contribute to this.
The music video has an over view of lil yatchy driving and performing whilst looking at the camera. Then it cuts to a low angle medium shot of him whilst still in the car this can allow performance to be highlighted in the music video as the shots are making lil yatchy the subject which I want to implement in my music video as well. Then cuts to a low angle long shot this shows the idea of on top of the world and having power this can convey many meanings to the audience.
Music Video 3: Mise-en-scene
What do you notice about the use of mise-en-scene to create meanings for the audience? Use CLAMPS to help you here and think in particular about how mise-en-scene is used to communicate the genre of music and the personality or brand identity of the band/artist.
The music video follows and shows the journey the artist has been on for example it shows him recording for another music video. The theory screen on screen can be used here as this is a brilliant example for it. The costumes changes through the music video as its mini montage of his life so far. However there are some performance elements to the song itself we can see his is just wearing casual clothes this can show meaning got the audience showing that he is humble and a down to earth artist. Props can be phones clothing cars this can show that he has achieved his dreams which he always wanted and is showing other that they can to.
Music Video 4: Editing
For editing, analyse pace, transitions, the number of shots and juxtaposition. How does the music video create pace and excitement - or does it create a different effect for the audience?
For editing, analyse pace, transitions, the number of shots and juxtaposition. How does the music video create pace and excitement - or does it create a different effect for the audience?
The editing in this music video is matching to the artist lyrics it creates an effect as the editing is somewhat conveying a meaning to the audience and telling the story through the lyrics and the editing this creates excitement and reels the audience in as there are multiple clean transition which gains the attention of the viewers. The arcade scene in the music video can change the perspective of the viewer as the scenes before were gloomy and dark this is colourful and bright. It shows a screen on screen showing the arcade game being played this is something which I want to implement in my music video.
Music Video 5: Conventions
Think back to our Introduction to Music Video and our work on Andrew Goodwin's theory on music video conventions as part of the Ghost Town CSP. How many key conventions of music video can you find in your fifth music video example?
This shows typical conventions of a music video using performance elements such as dancing singing. Some narrative which relates to the lyrics and the song itself. The editing to the beat and having multiple shots of the artist. The location on the stage. The performance element is key as MJ is communicating meaning to the audience whilst dancing this can implement many meanings to the artists audience which can allow them to gain a little bit of insight on what the artist personality is like through the music video.
Music Video 6: Visual effects, intertextuality or product placement
Choose a video that has interesting visual effects or intertextuality and analyse the effect this creates and how it is constructed. Alternatively, you could look at product placement here and see how a band or artist has incorporated a brand or product into their video.
2) Planning: music video treatment
A treatment is like a script for a music video - it tells the band or artist exactly what will happen in the video and the kind of style or effect the video will have. You'll need choose what song you are going to use at this point - remember, you can use an existing artist's work but it needs to be appropriate for the brief.
You can find further music video treatment guidance here plus an example of a genuine director's treatment for the brilliant alt-J video Breezeblocks.
3) Statement of Intent
Write the first draft for your genuine 500-word Statement of Intent. This will be submitted to the exam board alongside your media products and is worth 10 marks of the overall 60 marks available.
The original AQA brief is here: NEA Student Booklet - Brief 4.
The artist are wearing designer outfits such as Dior Fendi etc the artist is also wearing chains diamonds as well. The feature polo g chain is the design of one of his album covers die a legend this can been as him advertising his album. There are a lot of close ups on his designer jeans which are Amiri the rings he is wearing spells out his name. The main artist scorey flexes the bottom of his shoes which are Dior this can been see as him promoting Dior as he is wearing a lot of it.
2) Planning: music video treatment
A treatment is like a script for a music video - it tells the band or artist exactly what will happen in the video and the kind of style or effect the video will have. You'll need choose what song you are going to use at this point - remember, you can use an existing artist's work but it needs to be appropriate for the brief.
You can find further music video treatment guidance here plus an example of a genuine director's treatment for the brilliant alt-J video Breezeblocks.
For this aspect of your summer project, write a basic treatment that gives your reader a good idea of what your three-minute video will look like. The most important thing is to keep in mind the brief - the music video must feature the artist or band (likely to be a performance element) plus a focus on footwear for the sponsorship deal specified in the brief.
Start your treatment with the following key details:
The original artist I will be using is Dro kenji the song is called oh wow my brand will be Jordan as it fits in with the streetwear my artist will be wearing. My creative artist name will be Rishmondoe this allows me to create a wide image of my artist allowing me to add some creative aspects to the artist brand identity.
3) Statement of Intent
Write the first draft for your genuine 500-word Statement of Intent. This will be submitted to the exam board alongside your media products and is worth 10 marks of the overall 60 marks available.
The original AQA brief is here: NEA Student Booklet - Brief 4.
We also strongly recommend you look at our Statement of Intent questions to consider document too (you'll need to log in with your Greenford Google account to read this).
This is just your first draft of the statement so try and keep it under 500 words if you can. That will leave a bit of room to add later when you do your next draft.
My brand artists name is 'Rishmondoe i will be using the song Oh wow by Dro Kenji the footwear which I will be sponsoring will be Jordan. The name of my magazine will be ludiocrucy. I will be filming in multiple locations such as the London underground a sky garden and some rooftop this is because I want to symbolise the idea of my artist being on top of the world. This is because my artist is a inspirational figure to young people and what to show them that they can achieve anything they put there mind too as my artist has come from a poor background which involves getting into and out of crime. The sky garden location will convey a meaning of accomplishment it will be taken outside therefore have no roof which i want so that i can show people that there is no limit of achieving such things. the use of the sunrise behind my artist which i need can show many meanings for example the sense of the happiest he feels from coming from nothing or can show that its just getting started and there are many more milestones which my artist can/wants to achieve this will be highlighted in the media magazine in the interview section which my artist will be talking about his struggles and overcoming fear of trying. I want to show that my artist can challenge the stereotype of people coming from poor housing and show people they aren't what lived they are what they what they want to be living as.
4) Ignite presentation
Prepare a 5-minute, 20-slide presentation using the Ignite format in which you present your coursework project. In effect, this is your statement of intent in presentation format. You must cover:
Your Ignite presentation will be marked out of 30 on the following criteria (each worth a possible 5 marks):
1) Research (through the presentation AND your blog - make sure it is posted before you present)
2) Coursework concept
3) Language: terminology and theory
4) Representations / social and cultural contexts
5) Audience and Industry / digital convergence
6) Presentation delivery
My brand artists name is 'Rishmondoe i will be using the song Oh wow by Dro Kenji the footwear which I will be sponsoring will be Jordan. The name of my magazine will be ludiocrucy. I will be filming in multiple locations such as the London underground a sky garden and some rooftop this is because I want to symbolise the idea of my artist being on top of the world. This is because my artist is a inspirational figure to young people and what to show them that they can achieve anything they put there mind too as my artist has come from a poor background which involves getting into and out of crime. The sky garden location will convey a meaning of accomplishment it will be taken outside therefore have no roof which i want so that i can show people that there is no limit of achieving such things. the use of the sunrise behind my artist which i need can show many meanings for example the sense of the happiest he feels from coming from nothing or can show that its just getting started and there are many more milestones which my artist can/wants to achieve this will be highlighted in the media magazine in the interview section which my artist will be talking about his struggles and overcoming fear of trying. I want to show that my artist can challenge the stereotype of people coming from poor housing and show people they aren't what lived they are what they what they want to be living as.
4) Ignite presentation
Prepare a 5-minute, 20-slide presentation using the Ignite format in which you present your coursework project. In effect, this is your statement of intent in presentation format. You must cover:
- Your music video and music magazine concept: your new original artist, genre, song and music video treatment. Then, your print brief: music magazine title, double page feature, additional page, photoshoot etc.
- Media language: how you will use music video conventions and music magazine conventions - e.g. camerawork, editing and mise-en-scene to create meanings for your audience.
- Media representations: how you will use or subvert stereotypes in your music video and music magazine; applications of representation theory; social and cultural contexts - how your coursework will reflect contemporary media culture and society.
- Media audiences: your target audience demographics and psychographics; audience pleasures - why they would enjoy your music video and magazine; audience theory if relevant.
- Media industries and digital convergence: the potential record company that would promote your band or artist; the publisher for your music magazine; the brand identity for your artist; how fans would engage with your products etc.
Your Ignite presentation will be marked out of 30 on the following criteria (each worth a possible 5 marks):
1) Research (through the presentation AND your blog - make sure it is posted before you present)
2) Coursework concept
3) Language: terminology and theory
4) Representations / social and cultural contexts
5) Audience and Industry / digital convergence
6) Presentation delivery
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